Beyond Meat Spotlights Farms & Growers With New Ad Campaign Tackling Meat Misinformation

Beyond Meat's new ad campaign, titled There's Goodness Here, focuses on spotlighting farms and growers to combat misinformation about plant-based meat. The campaign features Steven, a fifth-generation fava bean farmer from North Dakota, showcasing how Beyond turns plants into meat in an environmentally and health-conscious manner. This move marks Beyond's response to the meat industry's smear campaign against plant-based meats, particularly by the Center for Consumer Freedom (CCF).



In contrast to Beyond's subtle approach, rival Impossible Foods directly confronts the meat industry in its ad campaigns. Beyond's recent financial struggles, including declining retail sales and missed revenue targets, have led to layoffs and legal challenges. However, with a focus on transparency and supporting farmers, Beyond's new campaign aims to highlight the sustainability and health benefits of its products to regain consumer trust and increase revenue in the coming months.